eCommerce remains the dominant force in the retail industry in Europe with 9.9% expected annual revenue growth through 2027.

While eCommerce is mature in many EMEA markets, it continues to develop underneath this established surface. DTC, social, and live shopping emerge as exciting online purchase channels, especially for younger generations, and shoppers are increasingly buying luxury or premium items online.

At UM and KINESSO, we understand the importance of an excellent online shopping experience, and we have examined how brands and retailers can optimize for both long-term loyalty and short-term sales.

This study sets out to investigate the drivers of eCommerce growth and sheds light on shopping behavior and eCommerce decisions of different generations, focusing on three different product categories and highlighting the differences between channels.

• What are the needs of today’s online shoppers and which trends will shape the future of eCommerce?